Worldwide Hospitality Awards

'My Little Concierge' is a 360° marketing tool dedicated to families in search of the very best luxury kids-friendly hotels worldwide.

'My Little Concierge' by Little Guest is an innovative personalized tool dedicated to increase the number of bookings generated on behalf of hoteliers who are members of The Little Guest Hotels Collection.

This innovation is part of a desire to compete directly with traditional OTAs. That's why this marketing launch is supported by an uninterrupted digital marketing campaign based on SEA, SEO, content marketing and social networks.

This hybrid booking system takes the best advantages of the reservation by internet (instantaneity, autonomy, freedom of the user) and the customized service that the customer could receive in a traditional travel agency or with the concierge of the hotel (personalized advice, single contact, assistance).

The result: a unique user experience that leads to an immediate relationship of trust with the customer and the creation of a strong emotional connection with the Little Guest brand.

Forget about impersonal phone standards, slow, intrusive online chat tools, and ever-so-complicated customer services to email or phone.

Your personal concierge is a person whose name, voice, face and interests are known to you. A person of confidence who accompanies you in the choice and booking of your hotel.

This marketing tool is the result of major findings:

1st observation

A family traveling with kids tends to favour service and infrastructure, rather than destination. Over the past 12 months, 68% of families who booked their vacation via Little Guest did not have a specific destination in mind when they applied for their stay.

2nd observation

A family opting for a hotel in the Little Guest collection spends an average of € 5,300 for a week holiday (excluding flights, b&b basis). It is not uncommon for this budget to exceed € 10,000€ or even € 20,000. A large budget, an engaging purchase.

3rd observation

In a society that puts health, well-being and personal development at the heart of everyone's concerns, high-end family travel takes the form of a special moment of happiness, together, away from stress and daily obligations.

This is why it is important to reassure parents about the services offered by the hotel and about the specificities of each establishment. 'My Little Concierge' has visited every hotel and knows every detail.

'My Little Concierge' has anticipated the main needs of the client and has developed in collaboration with the Spanish company Typeform an interactive tool allowing parents to guide their choice of trip in less 2 minutes.

After filling a short user-friendly form, two hours later, the travel concierge talks to the client by phone or email (according to the wish of the latter) and offers a proposition that meets 100% of their needs.

The tone used to respond to the customer, the fact of calling the customer by his first name, to know the name of his child(ren)... nothing is left to chance. The challenge is to provide a high-end service, like the Little Guest hotel members, while establishing a certain familiarity, dear to the world of childhood, family.

Once the trip is booked, the hybrid concierge service pursues its objective of anticipating the needs of the customer and surprising him. Indeed, Little Guest has signed strategic partnerships with high-end brands in the child and travel industry.

Thus, before leaving for the hotel, each child receives personally a mini Trunki suitcase containing Naïf organic solar products for children, an Evian travel atomizer, labels and stickers in the colors of Little Guest to put on their suitcases, a beach hat, postcards for coloring, a teddy bear to accompany them on their trip, but also a personalized travel diary.

The value of this gift is 150€, a budget that is financed 80% by partner brands. In addition, for each reservation, Little Guest donates 5€ to the Little Dreams Foundation of singer Phil Collins to help poor kids.

'My Little Concierge' is supported by an intensive content marketing campaign in the form of articles and reports written by parent and travel journalists. These articles bring credibility to the eyes of customers but also and especially to search engines like Google, whose logarithm recognizes Little Guest as the essential expert of family travel and then ranks the site in top position of the search results.

Finally, when the family returns from vacation, the travel concierge invites them to rate their experience on Google and Facebook and rewards them by sending a digital gift voucher, valid on Amazon.

'My Little Concierge' is therefore a powerful tool to acquire and retain the customer.

Key figures

• 71% of families who have confirmed a first stay through their digital concierge return to plan their next vacation
• Tools like Tags Manager, Google Analytics and Typeform allowed Little Guest to increase the conversion rate by 40%
• 2 out of 10 visitors click the concierge button on the website
• A visitor passes 02:21 to fill out the concierge form
• This marketing tool represents a conversion of 4,10%